Behavioral retargeting system and method for cookie-disabled devices

ABSTRACT

A system is provided for retargeting advertisements and is based on a database storing user behavior data related to information for a plurality of consumers. An index-lookup processes the user behavior data and translates the user behavior data into a plurality of indices. A data loading module processes the plurality of indices and generates a multi-indexed user behavior cube. An online query module receives a request for an advertisement and processes the request to determine one or more related user attributes and retrieves user behavior data from the multi-indexed user behavior cube using the related user attributes. An ad recommendation module receives the set of user behaviors and generates a list of recommended advertisements using the set of user behaviors data and an advertiser retargeting criterion.

RELATED APPLICATIONS

This application claims priority to and is a continuation of U.S.application Ser. No. 14/084,324, filed on Nov. 19, 2013, entitled“BEHAVIORAL RETARGETING SYSTEM AND METHOD FOR COOKIE-DISABLED DEVICES”,which claims the benefit of U.S. Provisional Patent Application No.61/805,152 filed on Mar. 26, 2013, both of which are incorporated byreference herein in their entirety.

TECHNICAL FIELD

The present description relates generally to a system and method foronline advertising, and more particularly to a mobile advertisementretargeting system and method for cookie-disabled devices.

BACKGROUND

Advertisement retargeting is related to online advertising, and inparticular, behavioral retargeting and CRM (customer relationshipmanagement) retargeting. Behavioral retargeting, also referred to asbehavioral remarketing or retargeting, and CRM retargeting are forms ofonline targeted advertising where online advertising is directed ortargeted to consumers based on their previous Internet or offlineactivity.

Behavioral retargeting and CRM retargeting use accumulated data or priorknowledge of a user or customer, typically accessible through a CRMsystem or similar database. In retargeting systems, advertisers useoffline CRM system information, such as purchase history and searchhistory, to optimize their online advertising.

Known retargeting systems depend on the consumers' web browser cookie toidentify them. The consumers' previous online and offline activities arekeyed by the web browser cookie. The user has the option to disable thecookie on a personal computer, thus is essentially in control of his orher own privacy requirements. However, various web browsers available onmost mobile devices do not support third party cookies, and most mobiledevice applications do not support cookies as well. Without a stablecookie, advertisers cannot identify a consumer and deliver targetedadvertising to a mobile device.

Because of the widespread adoption of mobile devices, such as smartphones and tablets, consumers increasingly spend more and more time onmobile devices. Different technologies exist to uniquely identify auser's mobile device, such as device fingerprinting, device uniqueidentification, MAC address-based identification (media access controladdress), identification based on the MSID (mobile station ID) of themobile phone, and the like. However, such unique mobile deviceidentification techniques raise significant consumer privacy concerns,and may run contrary to legal regulations, especially because the userof most mobile devices cannot disable transmission and interception ofthe MSID and the like.

Mobile devices, such as smart phones and tablets, have become asignificant media consumption point for consumers, and many applicationson such mobile devices are configured to provide accurate user location,such as latitude and longitude based on GPS systems built into themobile device. Given the privacy and legal issues mentioned above, andbecause of the lack of stable cookie data present on mobile devices andusable by mobile browsers, it is desirable to provide a more efficientbehavior retargeting system and method that uses discernible attributesassociated with a mobile device.

SUMMARY

In accordance with the systems, products, and methods described herein,a system is provided for retargeting advertisements. A database isprovided to store user behavior data related to information for aplurality of consumers. An index-lookup processes the user behavior dataand translates the user behavior data into a plurality of indices. Adata loading module processes the plurality of indices and generates amulti-indexed user behavior cube. An online query module receives arequest for an advertisement and processes the request to determine oneor more related user attributes and retrieves user behavior data fromthe multi-indexed user behavior cube using the related user attributes.An ad recommendation module receives the set of user behaviors andgenerates a list of recommended advertisements using the set of userbehaviors data and an advertiser retargeting criterion.

Additional systems and methods described herein provide for retargetingadvertisements by storing user data to a database and processing theuser data to generate indices. The indices are processed to generate apoly-indexed user data cube. A request for an advertisement is receivedand processed to determine one or more targeting criteria. User data isretrieved from the poly-indexed user data cube using the one or moretargeting criteria. A list of one or more targeted advertisements isgenerated using the user data retrieved from the poly-indexed user datacube.

Other systems, methods, features and advantages will be, or will become,apparent to one with skill in the art upon examination of the followingfigures and detailed description. It is intended that all suchadditional systems, methods, features and advantages be included withinthis description, be within the scope of the embodiments, and beprotected by the following claims and be defined by the followingclaims. Further aspects and advantages are discussed below inconjunction with the description.

BRIEF DESCRIPTION OF THE DRAWINGS

The system and/or method may be better understood with reference to thefollowing drawings and description. Non-limiting and non-exhaustivedescriptions are described with reference to the following drawings. Thecomponents in the figures are not necessarily to scale, emphasis insteadbeing placed upon illustrating principles. In the figures, likereferenced numerals may refer to like parts throughout the differentfigures unless otherwise specified.

FIG. 1 is a block diagram of a network environment in which thebehavioral retargeting system operates.

FIG. 2 is a block diagram of one embodiment of the behavioralretargeting system.

FIG. 3 is an illustration of one embodiment of user behavior data in adatabase.

FIG. 4 is an illustration of one embodiment of poly-indexed userbehavior data in a database.

FIG. 5 is a flowchart illustrating an exemplary method for generating arecommended ad list according to one embodiment.

FIG. 6 is a flowchart illustrating an exemplary method for populating auser behavior database augmenting poly-indexed user behavior data withadditional data.

DETAILED DESCRIPTION

Subject matter will now be described more fully hereinafter withreference to the accompanying drawings, which form a part hereof, andwhich show, by way of illustration, specific example embodiments.Subject matter may, however, be embodied in a variety of different formsand, therefore, covered or claimed subject matter is intended to beconstrued as not being limited to any example embodiments set forthherein; example embodiments are provided merely to be illustrative.Likewise, a reasonably broad scope for claimed or covered subject matteris intended. Among other things, for example, subject matter may beembodied as methods, devices, components, or systems. Accordingly,embodiments may, for example, take the form of hardware, software,firmware or any combination thereof (other than software per se). Thefollowing detailed description is, therefore, not intended to be takenin a limiting sense.

Throughout the specification and claims, terms may have nuanced meaningssuggested or implied in context beyond an explicitly stated meaning.Likewise, the phrase “in one embodiment” as used herein does notnecessarily refer to the same embodiment and the phrase “in anotherembodiment” as used herein does not necessarily refer to a differentembodiment. It is intended, for example, that claimed subject matterinclude combinations of example embodiments in whole or in part.Accordingly, the invention is not to be restricted except in light ofthe attached claims and their equivalents.

In general, terminology may be understood at least in part from usage incontext. For example, terms, such as “and”, “or”, or “and/or,” as usedherein may include a variety of meanings that may depend at least inpart upon the context in which such terms are used. Typically, “or” ifused to associate a list, such as A, B or C, is intended to mean A, B,and C, here used in the inclusive sense, as well as A, B or C, here usedin the exclusive sense. In addition, the term “one or more” as usedherein, depending at least in part upon context, may be used to describeany feature, structure, or characteristic in a singular sense or may beused to describe combinations of features, structures or characteristicsin a plural sense. Similarly, terms, such as “a,” “an,” or “the,” again,may be understood to convey a singular usage or to convey a pluralusage, depending at least in part upon context. In addition, the term“based on” may be understood as not necessarily intended to convey anexclusive set of factors and may, instead, allow for existence ofadditional factors not necessarily expressly described, again, dependingat least in part on context.

Other systems, methods, features and advantages will be, or will become,apparent to one with skill in the art upon examination of the followingfigures and detailed description. It is intended that all suchadditional systems, methods, features and advantages be included withinthis description, be within the scope of the invention, and be protectedby the following claims. Nothing in this section should be taken as alimitation on those claims. Further aspects and advantages are discussedbelow.

By way of introduction, online information systems place advertisementssubmitted by advertisers within content services made available to endusers, such as web pages, mobile applications (“apps”), TV apps, orother audio or visual content services. The advertisements are providedalong with other content. The other content may include any combinationof text, graphics, audio, video, or links to such content. Theadvertisements are conventionally selected based on a variety ofcriteria including those specified by the advertiser or those inferredby the system. The advertiser conventionally defines an advertisingcampaign to control how and when advertisements are made available tousers and to specify the content of those advertisements. The content ofthe advertisements themselves is sometimes referred to as advertisingcreative or “creatives.”

Advertisers typically provide or rely on third-parties to associate avariety of targeting criteria with their advertisement creatives. Byassociating targeting criteria with a particular advertisement,advertisers are able to reach consumers based on various traits, such asdemographics, psychographics, behavioral variables (e.g., purchasehistory, or other online activities). In addition, to specifyingtargeting criteria, advertisers may also seek to use personalizedretargeting or behavioral retargeting to allow an advertiser to engageparticular consumers that may be more susceptible to advertisements ormay otherwise be desirable to reach based on the consumer's priorinteractions with monitored web content. For example, an advertiser maywish to use behavioral retargeting to present an advertisement to a userthat recently visited a competitor's website but left without aconversion or completed sale. In this, and other contexts, behaviorretargeting provides a desirable supplement to traditional advertisingtechniques.

Behavioral targeting typically requires knowledge of the user's pastbehavior or Internet activities in addition to traditional targetingdata. For example, traditional targeting data may include demographicinformation, such as gender, age, occupation, technographic information,such as the equipment used, the type of client browser and operatingsystem, Internet Protocol address and mapping to geographicalinformation, context information, such as targeting data whilevisitors/consumers are present on a particular web site, inferredprofile information, and the like. However, behavioral targeting datapreferably utilizes traditional targeting data in conjunction with dataobtained from a behavioral targeting system, which monitors andregisters the activities and behavior of visitors/consumers whileaccessing various web sites, as well as timing information, such as thetime of day or the day within a week when visitors/consumers respondfavorably to the targeted advertisements. The behavioral targeting datais typically stored in a hidden object or file, such as a cookie, pixel,web beacon, tracking bug, tag, or other form of an object embedded in aweb page and/or email. Users of websites are typically tagged andcontextual information about the user's interactions with the site maybe stored in the hidden object.

Because known retargeting systems depend on the consumers' web browsercookie to identify the user and track their behavior across multiplebrowsing sessions, without a stable cookie, advertisers cannot identifya consumer and deliver targeted advertising to a mobile device aspreviously described. This problem may also exist if a user disablescookies on their web browser, and such problems are especially prevalentin users of mobile devices that utilize web browsers which don't supportthird-party cookie capabilities or are set up to disable cookies bydefault. In such cookie-disabled systems, it is desirable to provide analternative system and method for targeting advertising to consumersbased on both traditional targeting data and behavioral targeting data,such as their previous online and offline activities.

The present description relates generally to a system and method forproviding targeted advertising across cookie-disabled platforms andsystems. In their most basic form, the system and methods of the presentdescription seek to generate and utilize a multi-indexed data structurerepresenting user behavior, also referred to herein as a poly-indexeduser behavior data cube or hypercube, to associate consumer behaviorswith retrievable data in a cookie-disabled system, such as fromcookie-disabled mobile browsers. In certain embodiments, the systemstores user behavior data relating to prior offline and onlineactivities of a user. The user behavior data is processed to generateindices defining relationships between attribute data and user behaviorsor events, such as interactions with monitored web content. Thegenerated indices can then be assembled and associated into anaggregated data structure defining relationships between the variousindices. In this way, the aggregated data structure can be made up of aseries of indices, wherein each of the indices relates to a particularuser behavior associated with a given set of user attributes.

In one embodiment, the aggregated data structure takes the form of apoly-indexed hypercube. Each index may be accessible, for example, byusing a subset of the attribute data as key for the index, such as oneor more traditional targeting data or behavioral targeting data, asdiscussed above. The data structure may be augmented with additionaldata as further user behavior data is received and stored by the system.In this way, the poly-indexed hypercube can “grow” or expand to includeadditional indices representing behaviors associated with additionalsubsets of attribute data. In accordance with further embodimentsdescribed herein, performance data may be used to optimize associationsbetween indices and user behavior data. Additionally, performance datamay also be used to optimize utilization of the poly-indexed hypercubeto select advertisements from an advertisement cache.

Referring now to the figures, FIG. 1 depicts a schematic diagramillustrating an example embodiment of a simplified network environment100. Other embodiments that may vary, for example, in terms ofarrangement or in terms of type of components, are also intended to beincluded within claimed subject matter. The network environment 100 mayinclude, for example, a variety of communication networks 110, such asthe Internet, a local area local area network (LAN), wide area network(WAN), a wireless network, and the like.

The network environment 100 may include one or more content providers115. Content providers 115 may generate, create, provide, and/or sponsorcontent, such as web pages, websites, information, data, or otherelectronic content to one or more users 120A-120N, some of whom mayaccess the network 110 using mobile devices 125A-N, such as smartphones, tables, PDA's (personal digital assistants), or other wirelessdevices. Examples of content may include text, images, audio, video, orthe like, which may be processed in the form of physical signals, suchas electrical signals, for example, or may be stored in memory, asphysical states, for example. A behavioral retargeting system 130 may beoperatively coupled to the network 110.

The users 120A-120N coupled to the network 110 may interact with thecontent provider 115. Users 120A-120N may be people, businesses,machines, content providers 115, the behavioral retargeting system 130,or entities and applications, which may connect and interact with eachother through the network 110. Users 120A-120N may connect with contentproviders 115 and/or other users over the network 110 using one or moreof a web application, a standalone application, a mobile application, ormobile client device. Each of the web applications, standaloneapplications, and mobile applications may individually be referred to asa client application or client device, or a user application or userdevice. Preferably, the mobile applications or mobile client device125A-125N is contacted by or communicates with the behavioralretargeting system 130.

Not all of the depicted components in FIG. 1 may be in every system,however, and some implementations may include additional components notshown in the figures. Variations in the arrangement and type of thecomponents may be made without departing from the spirit or scope of theclaims as set forth herein.

The mobile client device or mobile application devices 125A-125N mayvary in terms of capabilities or features. Claimed subject matter isintended to cover a wide range of potential variations. For example, acell phone may include a numeric keypad or a display of limitedfunctionality, such as a monochrome liquid crystal display (LCD) fordisplaying text. In contrast, however, as another example, a web-enabledclient device may include one or more physical or virtual keyboards,mass storage, one or more accelerometers, one or more gyroscopes, aglobal positioning system (GPS) or other location-identifying typecapability, or a display with a high degree of functionality, such as atouch-sensitive color 2D or 3D display, for example.

The mobile client device or mobile application devices 125A-125N mayinclude a computing device capable of sending or receiving signals, suchas via a wired or a wireless network. The users and/or client devices120A-120N, may for example, include a desktop computer or a portabledevice, such as a cellular telephone, a smart phone, a display pager, aradio frequency (RF) device, an infrared (IR) device, a Personal DigitalAssistant (PDA), a handheld computer, a tablet computer, a laptopcomputer, a set top box, a wearable computer, an integrated devicecombining various features, such as features of the forgoing devices, orthe like.

Referring now to FIG. 2, the behavioral retargeting system 130 is shownin greater detail in block diagram format. The behavioral retargetingsystem 130 includes user behavior data storage 210, also referred to asa user behavior database, an index lookup module 214, a data loadingmodule 218, and a multi-indexed user behavior cube 220, which togetherform a back end data service 224 of the behavioral retargeting system130.

In some embodiments, various data sources, such as third party marketingdata 230 (data from various advertisers), publicly available data 234,such as US census data, and data from other data sources and databases,may be used to populate the user behavior database 210 with data, whichdata may then be provided to the index lookup module 214.

In some embodiments, the user behavior database 210 is referred to as“offline” because it is preferably populated during “backend” processingand is not necessarily accessed in a dynamic fashion by the behavioralretargeting system 130. Conversely, in some embodiments, themulti-indexed user behavior cube or database 220 is referred to as“online” because it is preferably accessed during “front-end” use or byreal-time dynamic processing by the behavioral retargeting system 130.In this way, the user behavior database 210 may be updated atpredetermined intervals or on a real-time basis. Similarly, index lookupmodule 214 may process data from the user behavior database in real-timeand update one or more indices of, or create new indices for, themulti-indexed user behavior cube 220 in real-time.

Additional modules or components of the behavioral retargeting system130 may include an online query unambiguous module 240, a performancefeedback module 248, an advertisement cache 250, an advertisementrecommendation module 256, and a recommended advertisement list 260. Theabove-described processing modules may be implemented in hardware, ormay be implemented using a combination of hardware and software.

As an initial step, the user behavior database 210 may be populated orpre-populated with data. In some embodiments, the user behavior database210 may be physically or logically segregated according to the differentadvertisers who use, access, and/or provide proprietary customer data,so as to ensure the privacy of the customer information and theproprietary nature of various advertisers' customer-base information.The user behavior database 210 may be populated with an advertiser's ownproprietary CRM and pixel tracking data, or other web bug tracking data,data from third party marketing data 230, and/or data from publiclyavailable data 234, such as US census data and or other publicinformation, as discussed above.

Thus, the user behavior database 210 may be populated with data providedby a particular advertiser as well as data from other sources. Theadvertiser may maintain its own customer database and pixel data or mayhave purchased data from other database facilities. The advertiser maythen provide its cumulative data to the user behavior database 210 foruse in retargeting some of the advertisements. The data contributed bythe particular advertiser may include specific data with respect to acustomer, such as name, address, zip code, telephone number, purchasehistory, search history, marketing data, pixel data, and the like.

In certain embodiments, it is preferable not to positively identify theuser who makes the query using a mobile device, regardless of whetherthe user is or is not listed in the user behavior database 210. Rather,in such embodiments, the identity of such a user making the query from amobile device may be maintained in private manner, if desired, throughthe use of informed behavioral retargeting. For example, while certainembodiments may make use of device IDs, device fingerprint IDs, and thelike, a user's identify need not be verified or confirmed, as the systemis able to accurately serve retargeted advertisements to that userthrough the user of the multi-indexed user behavior cube 220, inaccordance with various systems and methods as described herein.

Once the user behavior database 210 has been populated with data, eitherinitially or as an ongoing updating process, the data is indexed byindex lookup module 214. Unlike known retargeting systems, the inputdata in the user behavior database 210 is not indexed solely bycookie-type identification, but rather indexing may make use of avariety of different attribute data in addition to cookie-type data,including, but not limited to, data such as identifierForAdvertising(IDFA) or identifierForVendor (IDFV) for iOS devices, unique device ID(UDID), device platform ID (DPID), Internet protocol (IP) address,user-agent string, timestamps, mobile application information,geo-location retargeting, and the like. Methods and systems for conductgeo-location retargeting are described in commonly-developed U.S. patentapplication Ser. No. 13/951,091, entitled Location Retargeting Systemfor Online Advertising, which is hereby incorporated by reference in itsentirety.

While the aforementioned attribute types are characteristic of thenature of attributes contemplated as being well-suited for retargeting,they are intended to be non-limiting examples of the types of attributedata that may be used for behavioral retargeting in accordance with thepresent description. It will be apparent to those of ordinary skill inthe art that additional attribute types may also be used, such as any ofthe previously described types of traditional targeting data and/orbehavioral targeting data, as well as any form of tracking data that maybe developed in the future and used within the spirit and scope of theinvention.

As mentioned above, the index lookup module 214 is configured to converteach applicable data field in the user behavior database 210 into aseries of indices keyed by attribute type. Each processed index may beincorporated as a row in the multi-indexed user behavior cube 220. Asdescribed in further detail in connection with FIG. 4 below, index keysmay be used to retrieve the indices corresponding to a particular set ofattributes. After processing by the index lookup module 214, each datarow in the multi-indexed user behavior cube 220, and thus thecorresponding user behavior data, will be keyed and accessible byattribute type.

Referring now to FIG. 3, a simplified example of an advertiser's dataentry before conversion by the index lookup module 214 is illustrated,which may be provided to the user behavior database 210 by an advertiseror a vendor. Each row of data entered into user behavior data storage210 may contain a plurality of data fields with respect to the customeror user, and may also include the identity of the advertiser (orbusiness entity), if desired. As described above, the informationregarding the user or customer may have been accumulated and provided bythe vendor or business entity, such as an on-line business, a “brick andmortar” store, or any commercial establishment with whom the user orcustomer has had dealings, and has supplied such data to the commercialestablishment.

Such data fields may include, for example, an identity of the IP address302 of the user or corresponding device, a user agent string 304, or alocation 306 of the user, such as determined by GPS or geo-locationmethods. Rows of data may also contain any number of the illustrateddata types, as well as any number of the attribute types discussedabove, and preferably also contains other information with respect tothe user's prior history, such as purchase history and other marketinginformation generally.

Returning now to FIG. 2, each of the rows of data described inconnection with FIG. 3 are converted into indices by index lookup module214. Each row of data is processed by index lookup module 214 toassociate an index with a particular user behavior data point. In otherwords, each index generated by index lookup module 214 may correspond toone or more user behaviors or actions are that likely to result when theproperties associated with the particular index key are shared by thetargeted user. As will be explained in further detail, the user behaviordata corresponding to an index may be retrieved and further processed byonline query unambiguous module 240 and performance feedback module 248to accurately generate a recommended ad list 260.

In certain embodiments, the user behavior database 210 may be updated atpredetermined intervals or on a real-time basis. Similarly, index lookupmodule 214 may process data from the user behavior database 210 inreal-time and update one or more indices of, or create new indices, inreal-time. Once processed, data loading module 218 will load processeduser input data into poly-indexed data cube 220.

Data loading module 218 further processes the indices in order togenerate and update a multi-indexed data structure representing one ormore user behavior data points. Once processed, multi-indexed userbehavior data cube 220 forms a data cache for user behavior data. Thedata cache may be stored in a single database or may be distributedacross one or more distributed databases. The respective key for eachprocessed index in the data cache is formed by the subset of dataattributes that correspond to the particular index or user behavior. Forexample, indices may be keyed by IP address 302, or IP address 302 anduser agent string 304, or IP address 302, user agent string 304, andlocation data 306, and so forth. For each index, the key values willtherefore be the attribute data types that correspond to the usebehavior data that was processed by index look module 214 to create therespective index.

The various indices forming the components of the multi-indexed userbehavior cube 220 may be organized as B-tree, hashmap, or other datastructure that allows efficient storage and retrieval. For eachgenerated index, data loading module 218 is able to lookup existingindices from multi-indexed user data cube 220 by the attribute key. Ifthe attribute key corresponds to an existing index in the multi-indexeduser data cube 220, a reference to the user behavior data correspondingto that subset of attribute data types will be added to the indexaccording to an integration rule. For example, in certain embodiments,various procedures can be used to assign weights to the differentattribute types or components that make-up or form an index. Thus,integration rules may utilize heuristic and optimization approaches,such as machine learning, to assign weights to each index component.Performance data can be analyzed in order to allocate weights toattributes that improve overall targeting and behavior matching qualityof the respective index. If the index is not found in the cube, a newindex can be created with a reference to the user behavior data for thatparticular subset of attribute data types. The new index can then beretained and its corresponding weight and performance data can beupdated as additional data is received by the system.

Referring now to FIG. 4, an illustration of one embodiment of apoly-indexed user behavior data cube in a database is shown. Userbehavior data corresponding to user behavior A 408-user behavior D 414are accessible by multiple indices corresponding to attribute keys402-406. For example, user behavior A 408 and user behavior B 410 arekeyed by a combination of IP address 402 and user agent string A 404.Additionally, although not depicted, user behavior A 408 may also bekeyed, and thus accessible, by one or more other subsets of attributetypes, as described above in connection with FIG. 2. In this way,multi-indexed user behavior cube 220 includes multiple indices ofvarying lengths and dimensions. Each attribute type may include onedimension an index and may be combined to form the keys of the variousindices forming the multi-indexed user behavior cube 220, therebyallowing the user behavior data corresponding to each catalogued userbehavior to be accessible by one or more keys of attribute data.

Referring again to FIG. 2, in operation, when a user on a mobile deviceperforms a query, the query is inspected and analyzed by the onlinequery unambiguous module 240. In addition, online query unambiguousmodule 240 may be configured to receive and process requests foradvertisements by an advertiser specifying one or more targetingattributes, such as through a real-time bid (RTB) request. Online queryunambiguous module 240 looks up poly-index user behavior data frompoly-indexed user behavior cube 220 by attribute type or index key. Incertain embodiments, online query module unambiguous module 240 willretrieve not only the user behavior data associated with a full key ofthe specified attributes, but also any permutation of the specifiedattributes. Thus, given a list of targeting criteria, online queryunambiguous module 240 can process the targeting criteria and retrieveindices by attribute data such as IP address, user agent string, and thelike, as well as every permutation thereof. In this way, the onlinequery unambiguous module 240 is able to gather a more complete set ofuser behavior data before running various optimization processes. Ifneeded, online query unambiguous module 240 may also performextrapolation processes in order to extrapolate the specified targetingcriteria to user attributes that are known and used by the behavioralretargeting system 130. Online query unambiguous module 240 will thenretrieve, via poly-indexed user behavior cube 220, sets of user behaviordata referenced by the keyed indices.

In certain embodiments, online query unambiguous module 240 may also beconfigured to retrieve performance data for particular sets ofattributes from performance feedback module 248. Performance data may bestored in one or more databases, distributed or otherwise, in a mannersimilar to databases storing the data cache making up the multi-indexeduser behavior cube 220. Thus, in certain embodiments, online queryunambiguous module 240 and performance feedback module 248 may retrieverelevant performance data by key in the same way indices are retrievedfrom the multi-indexed user behavior cube 220. The performance feedbackmodule 248 may access the appropriate distributed server that containsthe performance data corresponding to the specified attributes.Performance feedback module 248 processes the sets of user behavior datausing the performance feedback data relevant to each set of behaviordata in order to improve behavior matching quality for the respectiveuser behavior data retrieved from poly-indexed user behavior cube 220.In certain embodiments, performance feedback module 248 may utilize oneor more machine learning approaches to further optimize processing ofperformance data targeted and to improve behavior matching quality.

Performance feedback module 248 may analyze the effectiveness of variousadvertisements for the selected advertiser based on the specifiedtargeting criteria, and provide a rating of such advertisingeffectiveness to the online query unambiguous module 310. For example,if the selected advertiser has a high click-through rate for certainadvertisements sharing a particular set of user attributes, suchadvertisements may recommended for retargeting by the performancefeedback module 248. In other words, advertisements having a highconversion rate for a particular advertiser may be recommended forretargeting. Other advertisements for the selected advertiser may not berecommended if the conversion rate or other criteria indicates that suchadvertisements are not particularly effective given the targetingcriteria specified.

In certain embodiments, after retrieving all of the performance dataresults, online query unambiguous module 240 may perform additionalunambiguity computation to find the most relevant behavior for aspecified set of targeting attributes. One goal of processing thebehavior data using, for example, the performance feedback data and theunambiguity computation is to identify the user behaviors or events thatare most likely to be relevant to a given advertisement request or RTBrequest. For example, unambiguity computations can be utilized toconsider contextual data surrounding the generation of the particularuser behavior data, such as recency of the data, time of interaction,browser data, as well as other contexts, in order to determine whetherthe subset of user behavior data is particularly suitable for a givenadvertisement context. A person having skill in the art would recognizethat additional optimization techniques may be used within the scope andspirit of the description.

The results from the online query unambiguous module 240 are sent to adrecommendation module 256. Because the multi-indexed user behavior cube220 may contain varying levels of indexed behavior data, an advertiseris able to more accurately target a specific user using the known userbehavior data for that user or similar users. Also, assuming that themulti-indexed user behavior cube 220 has been populated with attributedata previously provided to the user behavior database 210 with respectto the users or similar user's purchases and search history, thebehavioral retargeting system 130 can refine and select relevantadvertisements for retargeting, where such similar users may sharevarying levels of common attributes with the user placing the instantquery or the targeting criteria specified by the advertiser requestingthe instant advertisement. The online query unambiguous module 240stores this processed data as set of results.

The online query unambiguous module 240 may then provide the results tothe advertisement recommendation module 256, including therecommendation of potential advertisers and corresponding advertisementsfor retargeting from the performance feedback module 248, as well asdata identifying the user events or behaviors that are most likely toresult in advertisement quality, such as through increased click-throughrate. The advertisement recommendation module 256 uses the input data torank all advertisements and stores all ranked advertisements in theadvertisement cache 250.

The advertisement recommendation module 256 may iteratively process allthe ads in the advertisement cache 250 and rank each advertisementaccording to its targeting criteria and available data. Theadvertisement recommendation module 256 may utilize machine learningalgorithms, statistic modeling, and/or optimization processingtechniques to blend the advertiser's multi-tier CRM data and multi-tierindexed advertising performance data with advertising targeting data.All ads will be ranked and will be output to the recommendedadvertisement list 260 by the advertisement recommendation module 256.

Referring now to FIG. 5, a flowchart illustrating an exemplary methodfor generating a recommended ad list according to one embodiment isdepicted. At block 502, user behavior data cache is stored in one ormore databases. The data cache may be stored in a single database or maybe distributed across one or more distributed databases. As furtherdescribed in connection with FIG. 6 below, user behavior data may beprovided by the advertiser or may be compiled through injection of datafrom one or more databases, such as third party CRM or marketing data,publicly available data, and data from other data sources. Additionally,user behavior data may be updated in response to monitoring of userinteractions with monitoring web content on a real-time basis. At block504, the user behavior data is processed to generate one or moreindices. Indices are representative one or more user behaviors and arekeyed by attribute type. Indices may be generated according to thenumber of attribute types available corresponding to each user behavior.For example, given a particular user behavior, an index may be generatedfor just one attribute type (e.g., IP address), or multiple permutationsof attribute types (e.g., IP address, as well as IP address and useragent string, etc.).

At block 506, indices are processed to generate a multi-indexed userbehavior hypercube representing one or more user behavior data points.Each index forming a component of the multi-indexed user behaviorhypercube is retrievable by the attributes forming the key for thatparticular index. Thus, each user behavior data point is accessible byone or more indices and their associated keys. Further, themulti-indexed user behavior hypercube may be updated or augmentedperiodically or in real-time as additional data is retrieved or enteredinto the system.

At block 508, a request for an advertisement is received or triggered byan external event. For example, an advertiser may submit a RTB requestor a user may enter a query, thereby triggering the request for anadvertisement. At block 510, the request is processed to determine oneor more user attributes associated with the request. The user attributesmay be explicitly specified by the advertiser or the RTB request astargeting criteria, or the system may use methods for extrapolating theinformation provided to one or more user attributes recognized by thesystem.

At block 512, user behavior data is retrieved by querying themulti-indexed user behavior hypercube using the the one or morespecified user attributes or their processed results as keys. In oneembodiment, the behavioral retargeting system may retrieve not only theindices having a key consisting of the full range of specified userattributes, but also any permutation thereof. In this way, the systemgathers a larger set of user behavior data having varying levels ofrelativity to the specified targeting criteria. At block 514, the set ofuser behavior data retrieved from the multi-indexed user behaviorhypercube is optimized using performance feedback data. In certainembodiments, the user behavior data may also be optimized using machinelearning techniques and unambiguity processing techniques.

At block 516, the set of user behaviors having optimal performance forthe specified advertisement and targeting criteria are selected from theprocessed data results. At block 518, one or more recommendedadvertisements are selected from an ad cache, such as by iteratingthrough advertisements to identify one or more advertisements that matchthe optimal set of user behavior data. Based on the determinedeffectiveness of certain advertisements for the selected advertiser, oneor more advertisements are recommended for retargeting. At block 520, alist of recommended ads is generated using the results from block 518.

FIG. 6 is a flowchart a flowchart illustrating an exemplary method forpopulating a user behavior database and augmenting user behavior datawith additional data. Initially, to build of the user behavior database210, marketing data from businesses and vendors regarding theircustomers is obtained at block 602. At block 604, the data may then besupplemented with publicly available data, which may assist in furtherproviding user behavior data to be indexed. At block 606, once all thedata has been accumulated, it may be saved in one or more offlinedatabases, such as CRM databases. In certain embodiments, each dataentry or record may be represented as an indexed line or row of datahaving multiple fields.

At block 608, each field or entry in the data is processed to generatean initial set of indices representing on or more user behaviors. Atblock 610, the generated set of indices are used to construct theinitial multi-indexed behavior cube corresponding all of the indices forwhich data was obtained at blocks 602 and 604.

At block 612, additional user behavior data is received, such as byinjection or through real-time monitoring of user interactions withmonitored online content. User behavior data may be recognized as new,for example, when a request is made to retrieve an index key and noindex is found. Corresponding user behavior can then be saved and indexcreated for such data. At block 614, the database is augmented with thenew user behavior data. Also at block 614, the multi-indexed behaviorhypercube is augmented with any generated indices for the newlyidentified user behavior data. Note that the above process may be anongoing process such that the offline CRM database and multi-indexeduser behavior cube 220 may be continuously updated as new information isreceived or uncovered. The system may be updated periodically or inreal-time as information is received.

Note that in FIG. 1, the content provider 115 may include, and/or beoperable to use or access the content server 140 or search server, whichmay be indirectly coupled to the content provider 115 through thenetwork 110, or may be directly coupled to the content provided 115. Thecontent server 140 may include a device that includes a configuration toprovide content via a network to another device. The content server 140may, for example, host a site, such as a social networking site,examples of which may include, without limitation, Flicker, Twitter,Facebook, LinkedIn, or a personal user site (such as a blog, vlog,online dating site, etc.). The content server 140 may also oralternatively host a variety of other sites, including, but not limitedto business sites, educational sites, dictionary sites, encyclopediasites, wikis, financial sites, government sites, etc. The content server140 may be operatively coupled to the storage device or database 145,which may be, or include distributed storage devices.

The content server 140 may provide a variety of services that include,but are not limited to, web services, third-party services, audioservices, video services, email services, instant messaging (IM)services, SMS services, MMS services, FTP services, voice over IP (VOIP)services, calendaring services, photo services, or the like. Examples ofdevices that may operate as a content server include desktop computers,multiprocessor systems, microprocessor-type or programmable consumerelectronics. Other examples are possible.

Servers may vary widely in configuration or capabilities, but generallya server may include one or more central processing units and memory. Aserver may also include one or more mass storage devices, one or morepower supplies, one or more wired or wireless network interfaces, one ormore input/output interfaces, or one or more operating systems, such asWindows Server, Mac OS X, Unix, Linux, FreeBSD, or the like.

The various client devices and/or client applications 125A-125N mayinclude or may execute a variety of operating systems, including apersonal computer operating system, such as a Windows, iOS or Linux, ora mobile operating system, such as iOS, Android, or Windows Mobile, orthe like. Such client devices and or applications may include or mayexecute a variety of possible applications, such as a client softwareapplication enabling communication with other devices, such ascommunicating one or more messages, such as via email, short messageservice (SMS), or multimedia message service (MMS), including via anetwork, such as a social network, including, for example, Facebook,LinkedIn, Twitter, Flickr, or Google+, to provide only a few possibleexamples. The client devices and/or client applications 125A-125N mayalso include or execute an application to communicate content, such as,for example, textual content, multimedia content, or the like. Theclient devices and/or client applications 125A-125N may also include orexecute an application to perform a variety of possible tasks, such asbrowsing, searching, playing various forms of content, including locallystored or streamed video, or games (such as fantasy sports leagues). Theforegoing is provided to illustrate that claimed subject matter isintended to include a wide range of possible features or capabilities.

With respect to FIG. 1, the network 110 may also include other massstorage in addition to the storage device or database 145, such asnetwork attached storage (NAS), a storage area network (SAN), or otherforms of computer or machine readable media, for example. The network110 may include the Internet, one or more local area networks (LANs),one or more wide area networks (WANs), wire-line type connections,wireless type connections, or any combination thereof. Likewise,sub-networks, such as may employ differing architectures or may becompliant or compatible with differing protocols, may interoperatewithin a larger network. Various types of devices may, for example, bemade available to provide an interoperable capability for differingarchitectures or protocols. As one illustrative example, a router mayprovide a link between otherwise separate and independent LANs

The network 110, which is a communication link or channel, may includefor example, analog telephone lines, such as a twisted wire pair, acoaxial cable, full or fractional digital lines including T1, T2, T3, orT4 type lines, Integrated Services Digital Networks (ISDNs), DigitalSubscriber Lines (DSLs), wireless links including satellite links, orother communication links or channels, such as may be known to thoseskilled in the art. Furthermore, a computing device or other relatedelectronic devices may be remotely coupled to a network, such as via atelephone line or link, for example.

The network 110 may include wired or wireless networks. A wirelessnetwork may couple client devices with a network. A wireless network mayemploy stand-alone ad-hoc networks, mesh networks, Wireless LAN (WLAN)networks, cellular networks, an 802.11, 802.16, 802.20, or WiMaxnetwork. Further, the network 110 may be a public network, such as theInternet, a private network, such as an intranet, or combinationsthereof, and may utilize a variety of networking protocols now availableor later developed including, but not limited to TCP/IP based networkingprotocols.

A wireless network may further include a system of terminals, gateways,routers, or the like coupled by wireless radio links, or the like, whichmay move freely, randomly or organize themselves arbitrarily, such thatnetwork topology may change, at times even rapidly. A wireless networkmay further employ a plurality of network access technologies, includingLong Term Evolution (LTE), WLAN, Wireless Router (WR) mesh, or 2nd, 3rd,or 4th generation (2G, 3G, or 4G) cellular technology, or the like.Network access technologies may enable wide area coverage for devices,such as client devices with varying degrees of mobility, for example.

For example, a network may enable RF or wireless type communication viaone or more network access technologies, such as Global System forMobile communication (GSM), Universal Mobile Telecommunications System(UMTS), General Packet Radio Services (GPRS), Enhanced Data GSMEnvironment (EDGE), 3GPP Long Term Evolution (LTE), LTE Advanced,Wideband Code Division Multiple Access (WCDMA), Bluetooth, 802.11b/g/n,or the like. A wireless network may include virtually any type ofwireless communication mechanism by which signals may be communicatedbetween devices, such as a client device or a computing device, betweenor within a network, or the like.

Many communication networks send and receive signal packets communicatedvia the various networks and sub-networks, and form a participatingdigital communication network, and which may be compatible with orcompliant with one or more protocols. Signaling formats or protocolsemployed may include, for example, TCP/IP, UDP, DECnet, NetBEUI, IPX,Appletalk, or the like. Versions of the Internet Protocol (IP) mayinclude IPv4 or IPv6, or as may developed.

The Internet refers to a decentralized global network of networks. TheInternet includes local area networks (LANs), wide area networks (WANs),wireless networks, or long haul public networks that, for example, allowsignal packets to be communicated between LANs. Signal packets may becommunicated between nodes of a network, such as, for example, to one ormore sites employing a local network address. A signal packet may, forexample, be communicated over the Internet from a user site via anaccess node coupled to the Internet. Likewise, a signal packet may beforwarded via network nodes to a target site coupled to the network viaa network access node, for example. A signal packet communicated via theInternet may, for example, be routed via a path of gateways, servers,etc. that may route the signal packet in accordance with a targetaddress and availability of a network path to the target address.

The network 110 may be or include a content distribution network. A“content delivery network” or “content distribution network” (CDN)generally refers to a distributed content delivery system that comprisesa collection of computers or computing devices linked by a network ornetworks. A CDN may employ software, systems, protocols or techniques tofacilitate various services, such as storage, caching, communication ofcontent, or streaming media or applications. Services may also make useof ancillary technologies including, but not limited to, “cloudcomputing,” distributed storage, DNS request handling, provisioning,signal monitoring and reporting, content targeting, personalization, orbusiness intelligence. A CDN may also enable an entity to operate ormanage another's site infrastructure, in whole or in part.

The network 110 may be or include a peer-to-peer network. A peer-to-peer(or P2P) network may employ computing power or bandwidth of networkparticipants in contrast with a network that may employ dedicateddevices, such as dedicated servers, for example; however, some networksmay employ both as well as other approaches. A P2P network may typicallybe used for coupling nodes via an ad hoc arrangement or configuration. Apeer-to-peer network may employ some nodes capable of operating as botha “client” and a “server.”

The network 110 may be or include a social network. The term “socialnetwork” refers generally to a network of individuals, such asacquaintances, friends, family, colleagues, or co-workers, coupled via acommunications network or via a variety of sub-networks. Potentially,additional relationships may subsequently be formed as a result ofsocial interaction via the communications network or sub-networks. Asocial network may be employed, for example, to identify additionalconnections for a variety of activities, including, but not limited to,dating, job networking, receiving or providing service referrals,content sharing, creating new associations, maintaining existingassociations, identifying potential activity partners, performing orsupporting commercial transactions, or the like.

A social network may include individuals with similar experiences,opinions, education levels or backgrounds. Subgroups may exist or becreated according to user profiles of individuals, for example, in whicha subgroup member may belong to multiple subgroups. An individual mayalso have multiple “1:few” associations within a social network, such asfor family, college classmates, or co-workers.

An individual's social network may refer to a set of direct personalrelationships or a set of indirect personal relationships. A directpersonal relationship refers to a relationship for an individual inwhich communications may be individual to individual, such as withfamily members, friends, colleagues, co-workers, or the like. Anindirect personal relationship refers to a relationship that may beavailable to an individual with another individual although no form ofindividual to individual communication may have taken place, such as afriend of a friend, or the like. Different privileges or permissions maybe associated with relationships in a social network. A social networkalso may generate relationships or connections with entities other thana person, such as companies, brands, or so-called ‘virtual persons.’ Anindividual's social network may be represented in a variety of forms,such as visually, electronically or functionally. For example, a “socialgraph” or “socio-gram” may represent an entity in a social network as anode and a relationship as an edge or a link.

In accordance with various embodiments of the present disclosure, themethods described herein may be implemented by software programsexecutable by a computer system. Further, in an exemplary, non-limitedembodiment, implementations can include distributed processing,component/object distributed processing, and parallel processing.Alternatively, virtual computer system processing can be constructed toimplement one or more of the methods or functionality as describedherein.

The network environment 100 may be configured or operable formulti-modal communication which may occur between members of a socialnetwork. Individuals within one or more social networks may interact orcommunication with other members of a social network via a variety ofdevices. Multi-modal communication technologies refers to a set oftechnologies that permit interoperable communication across multipledevices or platforms, such as cell phones, smart phones, tabletcomputing devices, personal computers, televisions, SMS/MMS, email,instant messenger clients, forums, social networking sites (such asFacebook, Twitter, or Google+), or the like.

A search engine may enable a device, such as a client device, to searchfor files of interest using a search query. Typically, a search enginemay be accessed by a client device via one or more servers. A searchengine may, for example, in one illustrative embodiment, comprise acrawler component, an indexer component, an index storage component, asearch component, a ranking component, a cache, a profile storagecomponent, a logon component, a profile builder, and one or moreapplication program interfaces (APIs). A search engine may be deployedin a distributed manner, such as via a set of distributed servers, forexample. Components may be duplicated within a network, such as forredundancy or better access.

A crawler may be operable to communicate with a variety of contentservers, typically via network. In some embodiments, a crawler startswith a list of URLs to visit, which may be referred to as a seed list.As the crawler visits the URLs in the seed list, it may identify some orall the hyperlinks in the page and add them to a list of URLs to visit,which may be referred to as a crawl frontier. URLs from the crawlerfrontier may be recursively visited according to a set of policies. Acrawler typically retrieves files by generating a copy for storage, suchas local cache storage. A cache may refer to a persistent storagedevice. A crawler may likewise follow links, such as HTTP hyperlinks, inthe retrieved file to additional files and may retrieve those files bygenerating copy for storage, and so forth. A crawler may thereforeretrieve files from a plurality of content servers as it “crawls” acrossa network.

An indexer may be operable to generate an index of content, includingassociated contextual content, such as for one or more databases, whichmay be searched to locate content, including contextual content. Anindex may include index entries, wherein an index entry may be assigneda value referred to as a weight. An index entry may include a portion ofthe database. In some embodiments, an indexer may use an inverted indexthat stores a mapping from content to its locations in a database file,or in a document or a set of documents. A record level inverted indexcontains a list of references to documents for each word. A word levelinverted index additionally contains the positions of each word within adocument. A weight for an index entry may be assigned. For example, aweight, in one example embodiment may be assigned substantially inaccordance with a difference between the number of records indexedwithout the index entry and the number of records indexed with the indexentry.

The term “Boolean search engine” refers to a search engine capable ofparsing Boolean-style syntax, such as may be used in a search query. ABoolean search engine may allow the use of Boolean operators (such asAND, OR, NOT, or XOR) to specify a logical relationship between searchterms. For example, the search query “college OR university” may returnresults with “college,” results with “university,” or results with both,while the search query “college XOR university” may return results with“college” or results with “university,” but not results with both.

In contrast to Boolean-style syntax, “semantic search” refers a searchtechnique in which search results are evaluated for relevance based atleast in part on contextual meaning associated with query search terms.In contrast with Boolean-style syntax to specify a relationship betweensearch terms, a semantic search may attempt to infer a meaning for termsof a natural language search query. Semantic search may therefore employ“semantics” (e.g., science of meaning in language) to searchrepositories of various types of content.

Search results located during a search of an index performed in responseto a search query submission may typically be ranked. An index mayinclude entries with an index entry assigned a value referred to as aweight. A search query may comprise search query terms, wherein a queryterm may correspond to an index entry. In an embodiment, search resultsmay be ranked by scoring located files or records, for example, such asin accordance with number of times a query term occurs weighed inaccordance with a weight assigned to an index entry corresponding to thequery term. Other aspects may also affect ranking, such as, for example,proximity of query terms within a located record or file, or semanticusage, for example. A score and an identifier for a located record orfile, for example, may be stored in a respective entry of a rankinglist. A list of search results may be ranked in accordance with scores,which may, for example, be provided in response to a search query. Insome embodiments, machine-learned ranking (MLR) models are used to ranksearch results. MLR is a type of supervised or semi-supervised machinelearning problem with the goal to automatically construct a rankingmodel from training data.

In one embodiment, as an individual interacts with a softwareapplication, e.g., an instant messenger or electronic mail application,descriptive content, such in the form of signals or stored physicalstates within memory, such as, for example, an email address, instantmessenger identifier, phone number, postal address, message content,date, time, etc., may be identified. Descriptive content may be stored,typically along with contextual content. For example, how a phone numbercame to be identified (e.g., it was contained in a communicationreceived from another via an instant messenger application) may bestored as contextual content associated with the phone number.Contextual content, therefore, may identify circumstances surroundingreceipt of a phone number (e.g., date or time the phone number wasreceived) and may be associated with descriptive content. Contextualcontent, may, for example, be used to subsequently search for associateddescriptive content. For example, a search for phone numbers receivedfrom specific individuals, received via an instant messenger applicationor at a given date or time, may be initiated.

Content within a repository of media or multimedia, for example, may beannotated. Examples of content may include text, images, audio, video,or the like, which may be processed in the form of physical signals,such as electrical signals, for example, or may be stored in memory, asphysical states, for example. Content may be contained within an object,such as a Web object, Web page, Web site, electronic document, or thelike. An item in a collection of content may be referred to as an “itemof content” or a “content item,” and may be retrieved from a “Web ofObjects” comprising objects made up of a variety of types of content.The term “annotation,” as used herein, refers to descriptive orcontextual content related to a content item, for example, collectedfrom an individual, such as a user, and stored in association with theindividual or the content item. Annotations may include various fieldsof descriptive content, such as a rating of a document, a list ofkeywords identifying topics of a document, etc.

A profile builder may initiate generation of a profile, such for usersof an application, including a search engine, for example. A profilebuilder may initiate generation of a user profile for use, for example,by a user, as well as by an entity that may have provided theapplication. For example, a profile builder may enhance relevancedeterminations and thereby assist in indexing, searching or rankingsearch results. Therefore, a search engine provider may employ a profilebuilder, for example. A variety of mechanisms may be implemented togenerate a profile including, but not limited to, collecting or miningnavigation history, stored documents, tags, or annotations, to provide afew examples. A profile builder may store a generated profile. Profilesof users of a search engine, for example, may give a search engineprovider a mechanism to retrieve annotations, tags, stored pages,navigation history, or the like, which may be useful for makingrelevance determinations of search results, such as with respect to aparticular user.

Advertising may include sponsored search advertising, non-sponsoredsearch advertising, guaranteed and non-guaranteed delivery advertising,ad networks/exchanges, ad targeting, ad serving, and/or ad analytics.Various monetization techniques or models may be used in connection withsponsored search advertising, including advertising associated with usersearch queries, or non-sponsored search advertising, including graphicalor display advertising. In an auction-type online advertisingmarketplace, advertisers may bid in connection with placement ofadvertisements, although other factors may also be included indetermining advertisement selection or ranking. Bids may be associatedwith amounts advertisers pay for certain specified occurrences, such asfor placed or clicked-on advertisements, for example. Advertiser paymentfor online advertising may be divided between parties including one ormore publishers or publisher networks, one or more marketplacefacilitators or providers, or potentially among other parties.

Some models may include guaranteed delivery advertising, in whichadvertisers may pay based at least in part on an agreement guaranteeingor providing some measure of assurance that the advertiser will receivea certain agreed upon amount of suitable advertising, or non-guaranteeddelivery advertising, which may include individual serving opportunitiesor spot market(s), for example. In various models, advertisers may paybased at least in part on any of various metrics associated withadvertisement delivery or performance, or associated with measurement orapproximation of particular advertiser goal(s). For example, models mayinclude, among other things, payment based at least in part on cost perimpression or number of impressions, cost per click or number of clicks,cost per action for some specified action(s), cost per conversion orpurchase, or cost based at least in part on some combination of metrics,which may include online or offline metrics, for example.

A process of buying or selling online advertisements may involve anumber of different entities, including advertisers, publishers,agencies, networks, or developers. To simplify this process,organization systems called “ad exchanges” may associate advertisers orpublishers, such as via a platform to facilitate buying or selling ofonline advertisement inventory from multiple ad networks. “Ad networks”refers to aggregation of ad space supply from publishers, such as forprovision en masse to advertisers.

For web portals like Yahoo!, advertisements may be displayed on webpages resulting from a user-defined search based at least in part uponone or more search terms. Advertising may be beneficial to users,advertisers or web portals if displayed advertisements are relevant tointerests of one or more users. Thus, a variety of techniques have beendeveloped to infer user interest, user intent or to subsequently targetrelevant advertising to users.

One approach to presenting targeted advertisements includes employingdemographic characteristics (e.g., age, income, sex, occupation, etc.)for predicting user behavior, such as by group. Advertisements may bepresented to users in a targeted audience based at least in part uponpredicted user behavior(s).

Another approach includes profile-type ad targeting. In this approach,user profiles specific to a user may be generated to model userbehavior, for example, by tracking a user's path through a web site ornetwork of sites, and compiling a profile based at least in part onpages or advertisements ultimately delivered. A correlation may beidentified, such as for user purchases, for example. An identifiedcorrelation may be used to target potential purchasers by targetingcontent or advertisements to particular users.

An “ad server” comprises a server that stores online advertisements forpresentation to users. “Ad serving” refers to methods used to placeonline advertisements on websites, in applications, or other placeswhere users are more likely to see them, such as during an onlinesession or during computing platform use, for example.

During presentation of advertisements, a presentation system may collectdescriptive content about types of advertisements presented to users. Abroad range of descriptive content may be gathered, including contentspecific to an advertising presentation system. Advertising analyticsgathered may be transmitted to locations remote to an advertisingpresentation system for storage or for further evaluation. Whereadvertising analytics transmittal is not immediately available, gatheredadvertising analytics may be stored by an advertising presentationsystem until transmittal of those advertising analytics becomesavailable.

While the computer-readable medium as described or set forth in theappended claim may be described as a single medium, the term“computer-readable medium” may include a single medium or multiplemedia, such as a centralized or distributed database, and/or associatedcaches and servers that store one or more sets of instructions. The term“computer-readable medium” may also include any medium that is capableof storing, encoding or carrying a set of instructions for execution bya processor or that cause a computer system to perform any one or moreof the methods or operations disclosed herein. The “computer-readablemedium” may be non-transitory, and may be tangible.

Note that dedicated hardware implementations, such as applicationspecific integrated circuits, programmable logic arrays and otherhardware devices, can be constructed to implement one or more of themethods described herein. Applications that may include the apparatusand systems of various embodiments can broadly include a variety ofelectronic and computer systems. One or more embodiments describedherein may implement functions using two or more specific interconnectedhardware modules or devices with related control and data signals thatcan be communicated between and through the modules, or as portions ofan application-specific integrated circuit. Accordingly, the presentsystem encompasses software, firmware, and hardware implementations.

The above disclosed subject matter is to be considered illustrative, andnot restrictive, and the appended claims are intended to cover all suchmodifications, enhancements, and other embodiments, which fall withinthe true spirit and scope of the present invention. Thus, to the maximumextent allowed by law, the scope of the present invention is to bedetermined by the broadest permissible interpretation of the followingclaims and their equivalents, and shall not be restricted or limited bythe foregoing detailed description. While various embodiments of theinvention have been described, it will be apparent to those of ordinaryskill in the art that many more embodiments and implementations arepossible within the scope of the invention. Accordingly, the inventionis not to be restricted except in light of the attached claims and theirequivalents.

We claim:
 1. A system for retargeting advertisements usable withcookie-disabled users, the system comprising: a processor; and memorycomprising instructions that, when executed by the processor, performactions comprising: storing historical user behavior data comprisinginformation related to a plurality of consumers, wherein the historicaluser behavior data are collected from respective mobile devices of theplurality of consumers, the mobile devices having web browsing cookiesdisabled from on-line web browsing; processing the historical userbehavior data and translating the historical user behavior data into aplurality of indices; and processing the plurality of indices andgenerating a multi-indexed user behavior cube corresponding to aparticular user by indexing historical user identification attributes tohistorical user behaviors, wherein the multi-indexed user behavior cubecomprises two or more indices, associated with a plurality of lengthsand dimensions, including (i) a first index that comprises a firstbehavior and a second behavior and that is keyed by a combination of afirst attribute key and a second attribute key and (ii) a second indexthat comprises a third behavior and a fourth behavior and that is keyedby a third attribute key, wherein the first index has a different lengththan the second index, wherein the first behavior and the secondbehavior of the first index are accessible using the first attribute keyand are accessible using the second attribute key, wherein the thirdbehavior and the fourth behavior of the second index are accessibleusing the third attribute key.
 2. The system of claim 1, wherein theactions comprise generating one or more recommended advertisements usingthe multi-indexed user behavior cube.
 3. The system of claim 2, whereinthe generating one or more recommended advertisements is based on one ormore predicted user behaviors retrieved from the multi-indexed userbehavior cube.
 4. The system of claim 1, wherein the multi-indexed userbehavior cube defines an association between the plurality of indices.5. The system of claim 4, wherein the multi-indexed user behavior cubecomprises one or more indices organized in at least one of a linkedstructure, a hashmap, or an associative array.
 6. The system of claim 1,wherein the actions comprise receiving a set of one or more predicteduser behaviors and retrieving performance data for the set of one ormore predicted user behaviors.
 7. The system of claim 6, wherein theactions comprise processing the set of one or more predicted userbehaviors using the performance data and producing data results relatingto an impact of one or more predicted user behaviors on advertisingconversions.
 8. The system of claim 1, wherein the actions comprisereceiving additional user behavior data in real-time, and processing theadditional user behavior data to at least one of generate or updateindices in real-time.
 9. The system of claim 1, wherein the actionscomprise selecting one or more recommended advertisements from a datacache of advertisements using the multi-indexed user behavior cube. 10.The system of claim 1, wherein the multi-indexed user behavior cubecomprises a data cache distributed over a plurality of databases.
 11. Anon-transitory computer readable storage medium having stored thereindata representing instructions executable by a programmed processor on aserver for retargeting advertisements usable with cookie-disabled users,the computer readable storage medium comprising instructions whichcauses the server to perform functions comprising: storing historicaluser behavior data to a database, the historical user behavior datadefining one or more aspects of interactions of a plurality of userswith web content, wherein the historical user behavior data arecollected from respective mobile devices of a plurality of users, themobile devices having web browsing cookies disabled from on-line webbrowsing; processing the historical user behavior data to generate aplurality of indices, wherein each index defines a relationship betweenone or more user identification targeting attributes and the historicaluser behavior data; processing the plurality of indices to generate amulti-indexed user behavior hypercube corresponding to a particular userdefining a relationship between the plurality of indices, wherein themulti-indexed user behavior hypercube comprises two or more indices,associated with a plurality of lengths and dimensions, including (i) afirst index that comprises a first behavior and a second behavior andthat is keyed by a combination of a first attribute key and a secondattribute key and (ii) a second index that comprises a third behaviorand a fourth behavior and that is keyed by a third attribute key,wherein the first behavior and the second behavior of the first indexare accessible using the first attribute key and are accessible usingthe second attribute key, wherein the third behavior and the fourthbehavior of the second index are accessible using the third attributekey; receiving a request from a respective mobile device for anadvertisement and processing the request to identify a set of useridentification targeting attributes pertaining to the respective mobiledevice; retrieving, from the multi-indexed user behavior hypercube,predicted user behavior comprising a subset of the historical userbehavior data using at least the set of user identification targetingattributes and at least one of the plurality of indices, the predicteduser behavior at least based on a historical user behavior indexed bythe at least one of the plurality of indices; and generating a list ofrecommended advertisements using the predicted user behavior.
 12. Thecomputer readable storage medium of claim 11, wherein the multi-indexeduser behavior hypercube comprises a keyed database storing the pluralityof indices.
 13. The computer readable storage medium of claim 12,wherein the subset of the historical user behavior data is retrievedusing a permutation of the set of user identification targetingattributes as a key.
 14. The computer readable storage medium of claim11, comprising instructions for processing the subset of the historicaluser behavior data using performance feedback data to produce dataresults relating to an impact of the historical user behavior data onadvertising conversions.
 15. The computer readable storage medium ofclaim 11, comprising instructions for receiving additional user behaviordata and updating the database in real-time.
 16. The computer readablestorage medium of claim 11, wherein the database comprises data receivedfrom a combination of advertiser data, census data, third-party data,data search history data, or purchase history data.
 17. A method forretargeting advertisement usable with cookie-disabled mobile devices,the method comprising: storing historical user data comprisinghistorical user identification attributes and historical user behaviorsto a database, wherein the historical user behavior data are collectedfrom respective mobile devices having web browsing cookies disabled fromon-line web browsing; processing the historical user data to generate aplurality of indices between the historical user identificationattributes and the historical user behaviors; and processing theplurality of indices to generate a poly-indexed user data cube, whereinthe poly-indexed user data cube comprises two or more indices,associated with a plurality of lengths and dimensions, including (i) afirst index that comprises a first behavior and a second behavior andthat is keyed by a combination of a first attribute key and a secondattribute key and (ii) a second index that comprises a third behaviorand a fourth behavior and that is keyed by a third attribute key,wherein the first behavior is keyed by one or more other attribute keysin the poly-indexed user data cube, wherein the first index has adifferent length than the second index, wherein the first behavior andthe second behavior of the first index are accessible using the firstattribute key and are accessible using the second attribute key, whereinthe third behavior and the fourth behavior of the second index areaccessible using the third attribute key.
 18. The method of claim 17,comprising processing a sub set of user data using performance data toproduce data results relating to an impact of the historical user dataon advertising conversions.
 19. The method of claim 17, comprisingreceiving additional user data and updating the database with theadditional user data in real-time.
 20. The method of claim 19,comprising processing the additional user data to generate a pluralityof additional indices, and processing the plurality of additionalindices to augment the poly-indexed user data cube with the plurality ofadditional indices.